Functions and roles of a brand

B.I.P Japan Co., Ltd. will hold the second session of the brand strategy seminar titled "What is Brand Promise Management that Transforms a Company's 'Aspiration' into Business Value?" In this webinar, we will explain the method of elevating an abstract corporate "aspiration" into a concrete "promise" to customers and establishing it as the core of management. By articulating that "aspiration" as a "brand promise" and using it as a guideline for organizational decision-making and business development, we will describe the process of generating customer empathy and transforming it into business value through the brand.

In today's world, where market maturation and uncertainty about the future are progressing, the true value of "brand strategy" is being questioned once again. Brand strategy is not merely a means of "image enhancement" through "design" or "advertising," but rather a management strategy essential for survival, aimed at being continuously chosen by customers. In this webinar, we will view the brand as a management resource that strengthens the management foundation and delve into its strategic significance in terms of corporate management and business enhancement. We will explain the functions and roles of brands in corporate management and business, what to consider in brand strategy, and how to incorporate brand strategy into management/business strategies. Additionally, we will introduce typical patterns of failure in brand strategy and key points for success. We invite executives and business leaders, including those from B2B companies, who are seeking the next steps to strengthen corporate and business capabilities, regardless of industry, business type, or company size, to participate.